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Audi is planning to branch out with its design, in an attempt to give each model its own identity.

Having established itself in emerging markets like China, the German manufacturer is confident people will be able to recognise a broader range of design cues.

“This [repetition] design process was used to make Audis more recognisable in newer and emerging markets,” Rupert Stadler, Audi chief executive, told Autocar.

“Now we are well known in major markets like China, we can begin to change this philosophy and give each car its own look.”

Stadler was backed by the company’s design boss, Marc Lichte, who said “there is a place for more differentiation now”.

“Since our cars are in production for a minimum of six years, in today’s world I think each model should have its own design to be attractive for this long time,” he added.

Lichte was most excited, however, about what electrification will do for vehicle design, arguing it will go in “a very different way”.

“[Designers] will have more material space to play with, so we’ll be able to produce [vehicles with] shorter overhangs and lower bonnets,” he said. “It makes for a more attractive design overall.”

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